SUMARDIYANTORO, IVEN (2024) MODEL BRAND ACTIVATION PADA PROGRAM STUDI ILMU KOMUNIKASI UNIVERSITAS ISLAM INDONESIA DALAM PENERAPAN “COMMUNICATION FOR EMPOWERMENT”. Masters thesis, UPN Veteran Yogyajarta.
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Abstract
MODEL BRAND ACTIVATION PADA PROGRAM STUDI ILMU
KOMUNIKASI UNIVERSITAS ISLAM INDONESIA DALAM PENERAPAN
“COMMUNICATION FOR EMPOWERMENT”
Nama Mahasiswa : Iven Sumardiyantoro
NIM : 253211005
Pembimbing I : Dr. Edwi Arief Sosiawan, M.Si
Pembimbing II : Prayudi, SIP, M.A., Ph.D
ABSTRAK
Platform SDGs (Sustainable Development Goals), komunikasi strategis kini mendapat
perhatian besar untuk mendukung pemberdayaan masyarakat. Ini harus menciptakan
masyarakat yang inklusif dan partisipatif. Kata pemberdayaan merupakan terjemahan
dari sebuah kata yang berasal dari bahasa Inggris yaitu “empowerment”. Di sektor
pendidikan, berkaitan dengan pemberdayaan perguruan tinggi dalam pengembangan di
dunia pendidikan memiliki kewajiban yang harus dipenuhi yaitu dalam Tri Dharma
Perguruan Tinggi, salah satunya pengabdian masyarakat. Melihat dari visi Program
Studi Ilmu Komunikasi terdapat pedoman nilai dasar yaitu pemberdayaan yang
memiliki tagline “Communication for Empowerment”. Peneliti mengidentifikasi
model yang digunakan dalam melaksanakan “Communication for Empowerment”,
yaitu brand activation atau aktivasi merek. Penelitian ini bertujuan untuk
mengidentifikasi proses aktivasi merek yang dilakukan oleh Program Studi Ilmu
Komunikasi UII. Penelitian menggunakan model penelitian kualitatif deskriptif dan
peneliti menggunakan studi kasus. Penelitian dengan metode studi kasus berupaya
menelaah sebanyak mungkin data mengenai subjek yang diteliti. Teknik dalam
penelitian ini menggunakan teknik wawancara, dokumentasi, dan observasi. Hasil
penelitian ini menunjukkan bahwa proses aktivasi merek Program Studi Ilmu
Komunikasi UII dalam mewujudkan “Communication for Empowerment” dengan
menjalankan empat proses aktivasi merek, yaitu penemuan, strategi, pelaksanaan, dan
evaluasi.
Kata Kunci: Aktivasi Merek, Komunikasi Pemberdayaan, Perguruan Tinggi
BRAND ACTIVATION MODEL IN THE COMMUNICATION SCIENCE
STUDY PROGRAM OF THE ISLAMIC UNIVERSITY OF INDONESIA IN
THE IMPLEMENTATION OF "COMMUNICATION FOR
EMPOWERMENT"
Name : Iven Sumardiyantoro
NIM : 253211005
Supervisor : Dr. Edwi Arief Sosiawan, M.Si
Co-Supervisor : Prayudi, SIP, M.A., Ph.D
ABSTRACT
SDGs (Sustainable Development Goals) platform, strategic communication are now
receiving great attention to support community empowerment. This should create an
inclusive and participatory society. The word empowerment is a translation of a word
originating from English, namely "empowerment". In the education sector, regarding
the empowerment of universities in the development of the world of education, they
have obligations that must be fulfilled, namely in the Tri Dharma of Higher Education,
one of which is community service. Looking at the vision of the Communication Science
Study Program, there are basic value guidelines, namely empowerment, which has the
tagline "Communication for Empowerment". Researchers identified the model used in
implementing "Communication for Empowerment", namely brand activation. This
research aims to identify the brand activation process carried out by the UII
Communication Science Study Program. The research uses a descriptive qualitative
research model and researchers use case studies. Research using the case study
method attempts to examine as much data as possible regarding the subject under
study. The technique in this research uses interview, documentation, and observation
techniques. The results of this research show that the brand activation process of the
UII Communication Studies Program realizes "Communication for Empowerment" by
carrying out four brand activation processes, namely discovery, strategy,
implementation, and evaluation.
Keywords: Brand Activation, Empowerment Communication, College
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Brand Activation, Empowerment Communication, College |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 31 Jan 2024 01:32 |
| Last Modified: | 31 Jan 2024 01:32 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/38806 |
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